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The dirty “D” word for law practice owners

 

Make Your Law Practice Marketing Plan Work for You

Let’s be real.  You didn’t go into law because you wanted to be a marketer.  You studied and worked so that you could become a lawyer.  But, you are also a business owner, and that comes with the need to market your practice.  So, how does a lawyer successfully get the message out without becoming a full-time marketer?

The simplest way to do so is to develop a marketing plan that works for you.  That means identifying the things you can or should do on your own while looking to others to take on appropriate tasks.  You can narrow this down by asking yourself a few questions:

  • What do I enjoy doing?  If you’re the kind of person who loves to mix and mingle, then in-person networking could be a great opportunity for you.  Consider joining some groups or associations that allow you to meet others face-to-face to talk about how you can help meet their needs.  If you like being “the host with the most,” it might be fun to put together a referral group of attorneys with different specialties that gets together for dinner once a month.  When you turn something you enjoy into a marketing opportunity, it can make that aspect of being a business owner kind of fun!
  • What do you not enjoy?  You’ve got enough on your plate with running your business, taking care of employees, and—of course—representing your clients.  There’s no time in there to be forcing yourself to do marketing tasks that you don’t enjoy.  Maybe you really don’t like writing, for example, which means that your blog is never updated or your email newsletters are half-hearted, if done at all.  Skip the headache and the drudgery by hiring someone you trust to take on these tasks.
  • What are you good at?  Are you a heck of a carpenter in your spare time?  Do you have a way with animals?  By identifying those things that you do well, you can narrow down volunteer opportunities or speaking engagements that complement both your interests and your area of practice.
  • What should you leave to the pros?  Generally speaking, things like graphic design, search engine optimization, or even video production take some specialized knowledge that most people just don’t have.  Instead of forcing yourself into a role that will likely end up hurting your business anyway, recognize that there are times when you really do need to bring in the professionals.

What much of boils down to is being true to yourself.  You don’t want to adopt some sort of phony marketing persona for the sake of drumming up business.  It’s not authentic and will end up putting people off.  Instead, focus on the things you like and do well, and take a pass on those things that would benefit from outside assistance.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Four Simple Ways to Make Sure Your Law Firm’s Blog Posts are Effective

Four Simple Ways to Make Sure Your Law Firm’s Blog Posts are Effective Marketing

Pretty much everyone knows at this point that a blog is a great tool for marketing to today’s potential clients.  Even those who aren’t sure exactly why blog posts are important have still gotten the message that they are.  Let’s take a look at what makes a good blog post when it comes to marketing your law practice.

Be Helpful

When someone is in need of an attorney, it’s because there is something they just cannot do for themselves.  Sure, there are a lot of DIY kits online, but you are more aware than anyone that these one-size-fits-all approaches can really do more harm than good.  Still, people are desperate for information.  When you write blog posts that give them the information they need, they realize that they can turn to you as a resource.  Not only that, but you can give them an advantage when they do actually get to the legal process, because they will know what to expect and how to prepare for it.

Avoid Advertising

While your blog posts might include something along the lines of, “If you’re in need of a good estate planning attorney in <insert your city>, give XYZ Law Firm a call,” your blog posts should not really be centered around you.  Instead of talking about how great you are, use your posts to build a relationship.  It’s certainly OK to tell prospective clients why they should come to you, but if you’re doing it in every single blog post, you’re missing the opportunity to build rapport by hitting them over the head with advertising.

Use Keywords

Search engine optimization involves a number of strategies for getting the search engines like Google and Bing to notice your content and serve it up to Internet users.  You can help your blog posts show up in relevant searches by utilizing keywords.  These are words or phrases that you think your potential clients would type into the search box when trying to find the information you offer.  Being specific can be very advantageous, so instead of saying simply using the phrase “personal injury lawyer,” use “personal injury lawyer in <insert your city>.”  This is going to get your blog posts ranked higher for those people who are most likely to hire you.

Use Layman’s Terms

One of the reasons that the general public is so intimidated by the law is because of the jargon that goes with it.  If you are able to speak to them in terms they understand, you are helping them to feel confident in understanding what it is you do.  This is a great way to build trust with your audience and can even make your job easier in the long run because you will have informed clients.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Exposing yourself (decently, of course!)

When it comes to successful marketing, the name of the game is exposure.  You’ve got be willing to “put it all out there,” as much as possible so more people can become acclimated to your practice.

I always say there are two ways to do this.  You can throw money at it.  Or, you can get creative and invest your time.

If your budget isn’t where you would like it to be at the moment, one of the easiest ways to expose your business to others is to simply TALK about what you do to everyone you meet!

At first glance, this might seem icky, slimy or embarrassing. But it shouldn’t!  Let me give you an example of how beautifully this can work when done the right way.

My right hand gal, Amber, went on a cruise to Cozumel last week.  While sitting on the beach with her 3-year-old daughter, a woman walked up to her and asked to share a bucket and shovel.

She casually asked Amber where she was from and what she did. She then proceeded to tell her that she was a swim coach who teaches children to swim in 5 days and people from all around the country fly in to use her services.   In fact, her toddler was swimming freely in the Caribbean, while Amber’s toddler was still wearing swimmies close to the shore.

But the “exposure” of her business didn’t stop there.  After the trip, she found Amber on Facebook.  She wanted to stay connected and reminded her that she was there if she ever needed anything for the kids.

Amber was so impressed that she’s now considering flying her two kids down to take her classes after many failed attempts with private instructors (and her own lack of patience lol).

But my point is, if the instructor had been afraid to EXPOSE herself and what she did, she wouldn’t have earned a potential client who was willing to fly halfway across the country to use her services.

If she was too afraid to open her mouth and share how she helps children and parents have peace of mind to swim safely, her business wouldn’t have the national reach that she currently enjoys.

You must be willing to expose yourself, all the time, every day about what you do and who you serve.  For some people, this is a natural thing, but for others, it’s more dreadful than having teeth pulled.

But remember, it’s FREE marketing!  And nothing beats that in my book!

I would love to hear if you have had similar experiences like this.  Please feel free to email me and let me know how it worked out for you and if it generated new business.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

 

Quitting Facebook!

The days of free advertising on Facebook are over.

Many firms are up in arms after recent changes to Facebook’s Algorithm, Edgerank, that have altered the way fan page posts are showing up in other people’s newsfeeds.

According to this article in Time Magazine , most companies are reporting a reach of less than HALF of what they are used to seeing.  And eventually, Facebook plans to dial that reach down to 1-2% of fans.

Nerd translation:  Unless you are advertising with the social media giant, the fans of your firm’s page will rarely see your content when Facebook ultimately has its way.

This change has been extremely frustrating for firms that spent a tremendous amount of time and energy building up their fan pages, only to find out that their content would not be seen by the very fans they worked so hard to acquire.

Some small businesses have openly talked about quitting Facebook pages all together and going back to personal pages where at least they know they’ll be seen.

Is that such a good idea? Do we think you should abandon your Facebook fan page?

Our answer is NO.  Fan pages are still extremely useful and there are a number of work arounds to ensure that your content is being seen.   Here are some easy ways to increase your visibility and reach on Facebook, even on a shoestring advertising budget.

1. Share great content– This seems obvious, but now it’s more strategic than cliché.  Friends of fans will see when someone likes, shares or comments on your posts.  By having this type of engagement, it’s an opportunity for more people to see your content without spending a dime. Don’t just post to post. Think hard about what will resonate with your fans that will result in more likes, comments and shares!

2. Mix up your content– As of right now, studies show that Facebook favors text-only posts over posts with links and memes.  Does this mean you should stop posting links? NO! Posting links back to your site is still great for SEO (that content is indexed!).  But you want to be sure to mix up your content for increased visibility and engagement. Give tips, ask questions, ask for recommendations, etc.  Be creative!

3. Start a small advertising campaign– For as little as $5-10 a day, you can run a successful advertising campaign on Facebook.  This can come in the form of running “like ads” that show in the newsfeed (i.e. friend and friend like this page…you should too!) or a “boosted post” where you pay to promote a particular piece of content on your newsfeed.

4. Consider a “retargeting” campaign– These are the “stalk me” ads that show up all over Facebook after you visit a particular website.  Did you know you can set them up for your firm too? It’s another great way to be seen constantly on Facebook without a super huge advertising budget.

While there may come a time when you are seriously forced to “pay to play” on Facebook, for now, the opportunity still exists for low-cost and organic marketing campaigns to clients and POTENTIAL clients of your firm.   These are people who don’t even know you exist and SHOULD.

So don’t give up on your Facebook strategy just yet. Implement the tips in this post and keep an eye on your numbers to watch your reach grow and improve.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

9 Signs You Need A Website Overhaul

Spring is just around the corner (thank God!) and now is the perfect time to do a quick audit of your website.

The design and functionality of your website is critically important. A website that motivates clients to call the office must be clear, easy to navigate and built to rank well in the search engines.

This is your first impression—and you must make it a good one if you expect phone calls from the internet.

Here are a few areas to “audit” as we head into spring:

1. Is your contact information displayed prominently on the site? You would be surprised at how many websites we audit that force us to HUNT for this information!

2. Do you have a page for each of your practice areas? A bulleted list of what you do is simply not enough. If you want to rank better in the search engines and clearly explain your expertise to prospective clients, you must have a dedicated page for each area in which you practice.

3. Is your site visually appealing or does it look like a DIY job? If you’re seeking high-end clients and cases, the “face” of your company should have a high-end look too.

4. Is the website designed to “build your list?” Are there free reports, audios or kits that people can download? Is it easy to join your mailing list? Do you even have a mailing list?

5. Does the website tell your “firm story?” Of course you need a professional bio, but what about the story of why you do what you do? What makes you different and unique? This type of copy helps clients feel like they know you and helps you stand out from the crowd.

6. Are you displaying badges and logos of your affiliations, media appearances and awards? These help to give 3rd party credibility and validation that you are who you say you are and can do what you say you do.

7. Do you have testimonials from happy clients on the site? Testimonials from happy clients SELL legal services!

8. Do you have correct title tags on each page that are properly optimized for SEO?

9. Is your website a WordPress site? WordPress is one of the best sites for SEO, functionality and usability (translation: it makes it SUPER easy for you to edit your own site without help from tech geeks!).

These are just a few things to look for when reviewing your site this spring. If you determine your website is not up to par and you would like information on a redesign, please feel free to reach out to us for help. Whether it’s a few copy edits or an entire website overhaul, we can help you get it done in a timely and cost-effective manner.

Happy Auditing!

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Get First Page Google Rankings In 5 Days Or Less (…Yes, Really)

Imagine for a moment if your best prospect found you sitting on the first page of Google, anytime they came looking for your services…

They type in their relevant keyword or question, and boom, there you are representing yourself and your law firm.  Best part…they click on your link and land on your website.

Pretty cool right?

I’m sure you’ve heard it all before.  Get on page 1 of Google, and your lead generation / traffic problems will be solved.

But it’s usually never that straight-forward.  There are plenty of companies out there promising to get you on page 1, and they’ll do it for a small fortune.

But do you get results?

Sometimes…  Maybe!

But what if you could get on the first page of Google, and stay there?

What if you could have two spots on the first page of Google?

What if your work, your website, and your videos took up all of page 1 of Google?

Would you like that?

Of course you would!

Oh, and did I mention that it won’t cost you a small fortune?  It can be done in as little as 35 minutes and all you need to do is smile and look good on camera.

Take a look at one of our clients…

 

 

 

 

 

 

 

Here she is, being featured as an expert on Page 1 of Google.  It took our team less than 5 days to snag this premium organic spot.

Pretty cool right?

Mixed in with all of the other law firms, here is our client with the only video (aka, picture of her) smack in the middle of the results.

What do you think a busy, desperate prospect is going to click on, especially someone looking for an attorney right away?

Which result stands out?

Yes, the video!

The video is different.  It’s unique.  Your eyes are drawn to it.

The best part yet, is that when someone clicks on that link and watches your video, they have the chance to connect with you before even picking up the phone.

So let’s cut right to chase. You probably want to know how we did it. How in the world did we get a page one ranking in just 5 days using a video?

If you weren’t already aware, Google purchased YouTube not to long ago, and videos are now featured prominently in search results.  All you need to do is optimize your videos correctly with the right keywords and you can rank on page one for your search terms SUPER FAST.

(If you’re new to video marketing, our friend Gerry Oginksi wrote a great book on the subject that we’d encourage you to read. You can purchase it on Amazon here.)

Video marketing really is that simple as long as you have the right technique.

Luckily for you, the video script and the step-by-step process is just one of the main benefits you can expect when you join our Done For You Monthly program.

That’s right!

You are just moments away from ranking on the first page of Google search results – organically.

No paid ads.

No costly SEO (that can be affected by the next big update).

YouTube is part of Google, and Google loves video.

That’s a win-win situation if I’ve heard of one.

Now let’s talk about your next win-win situation!

Let’s get YOU and YOUR FIRM featured on the first page of Google, complete with your very own expert video.

It’s all part of our monthly, done-for-you legal services.  We provide you with all the tools, resources, content, and materials your firm needs to stand out.

All you have to do is put it into action, and let the clients come to you.

You can have your first campaign up and running by the end of today.  Act fast and schedule your 1:1 personalized strategy session with me and together we’ll increase the visibility of your firm in 2014!

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

 

3 Online Legal Marketing Updates You Should Know About

There’s only one thing certain about marketing your practice online…and that’s constant change.

Practice owners and their teams always need to be on their toes and adapting to the latest changes in SEO strategies, social media techniques, email marketing best practices and more.

This week brings a few new changes in the online world that I thought were important to share with our readers.

1. Google Will Now Encrypt Most Keyword Searches

In plain English, this means that you will no longer be able to see the keywords that people are using to access your site when browsing through your Google Analytics account.  This article http://blog.hubspot.com/google-encrypting-all-searches-nj  explains why this is happening and some workarounds for accessing at least some of that valuable data.

And while this month also marks the death of Google’s free keyword tool, this article http://kimgarst.com/rip-google-keyword-tool-4-free-alternatives-keyword-research from our friend Kim Garst offers 4 alternative tools that you can use to find the best keywords from the start.  Remember, SEO and optimized content still matter…you just won’t have that end-result confirmation of exactly which keywords are causing people to visit your page.  So choose carefully from the beginning!

If this is still too complicated (or annoying), we always recommend talking to local friends, family and neighbors to ask how they would search for your services.  You may be surprised to hear keywords with specific geographical slang that you wouldn’t have thought to use otherwise (i.e. bankruptcy attorneys in South Jersey) or more layman’s terms to describe your services (i.e. will lawyer vs. estate planning lawyer)

2.    Fake 5-Star Reviews Are A BIG No-No

For local search engines like Google Plus, Yahoo Local and Yelp, reviews are a MUST.  Most firms know this….and they also know how hard it is to get clients to visit each and every site to leave a review.  It’s not uncommon when a client sends in a testimonial for a staff member to post their happy experience on these sites for them as a matter of convenience.

Of course, some firms post fake reviews with ill-intent. But regardless of motive, the New York Times http://www.nytimes.com/2013/09/23/technology/give-yourself-4-stars-online-it-might-cost-you.html?pagewanted=all&_r=0  reports that local search engines are cracking down on these practices BIG TIME….even imposing hefty fines on offenders.  Lawyers are specifically mentioned in this article, so it’s important to take note and make sure all reviews are from legitimate clients and referral sources ONLY.

3.    Attorney Charlie Thomas is Blogging

While we mostly focus on marketing for estate planning lawyers and large membership organizations, more than half of our newsletter subscribers are in other practice areas and email regularly for assistance or referrals to trusted help.  This week, we were excited to learn that a very good friend of LM2, Charlie Thomas, has decided to pursue his passion of writing about the law, rather than continue to run his solo practice.  For those of you who have emailed us about ghostwriting and blogging services for your criminal, immigration, real estate, business firm (etc!), Charlie is your man.  With some of these new SEO changes, having great content is more important than ever, so don’t wait to get in touch.  You can email him directly at charles.thomas.esq@gmail.com and let him know we sent you!

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

 

Still holding out for the client fairy? A story of consistency and OUR most skeptical client.

Around the time I wrote this post declaring that legal marketing is not magic (…and to stop expecting it to be!), we recently started working with a very skeptical new client who was hoping for such magical results.

He’d been around the marketing block quite a few times, having worked with all of the gurus who made beautiful brochures, fun websites….and he even tried public seminars a time or two, to no avail.

Every time a campaign seemed to flop, he’d put the brakes on hard and look for better solutions to bring in more clients to his practice.   A totally natural response.

He was no doubt frustrated with marketing and made a comment to us that he was hoping to see more results after just a month or two of work.  I assured him that they would come, not because I’m a rockstar, but because it takes a solid formula of consistency, sweat equity and time to make a big impact on referral sources and prospective clients in the community.  He had to give it more time.

Fast forward to last week.  After spending much of the summer traveling, he reported on our monthly strategy call that September was pretty well booked with lunch meetings with key referral sources and prospective clients for new business.   Old (and very high-net worth) clients were coming back in for more work in droves—partly fueled by the fact that he was now staying in front of them regularly with electronic and print communications and creating top of mind awareness.

And, after making it through the typical doldrums of summer that practically all firms experience, he was able to hire someone else part-time to take more marketing off of his plate and work with us to ensure he was communicating with clients, prospects and referral sources even more regularly.

I hung up feeling very proud… not of myself or my team, but of HIM.  He is a brilliant attorney and a very neat person that more people SHOULD know about. It was HIS diligence and HIS commitment to CONSISTENT marketing that brought results.  He literally had to put blinders on to all the bright, shiny objects that came his way, got a routine going and watched the snowball effect take place.

I had a similar conversation with another client out in California.  Through consistent marketing, we were able to infiltrate all of the nursing homes in her area.  Not only did we land on their speaker rounds, but managed to build meaningful relationships with the staff.  Beyond our automated communications, SHE worked hard to connect with them in very personal ways that no other attorneys were doing (remember, this type of marketing makes the shift from “What’s in it for me” to “How can I be of service/value to you?”). Although initially very introverted and hesitant to do it, she has such a wonderful and caring personality that made this type of networking and relationship building a great fit for her.

So while in the beginning, and even now, the seminars in the nursing homes are not very profitable (they are mostly for the residents and not too many family members show up), she now gets a tremendous amount of referrals from the staff…which is what really counts.  She is favored over other attorneys in the area and keeping them out of her “territory” that she worked hard to claim.  The seminars are just the FIRST step.   A great legal marketing plan always has a bigger picture, massive follow up and multiple long-term steps to achieve practice goals.

I just wanted to share these two quick stories again to reaffirm that legal marketing is not magic.  It doesn’t have to be slimey.  It doesn’t have to be a “hard sell”.  You don’t even really need all the bells and whistles. It simply needs to be educational, reach your target audience on an emotional level and designed in such a way to elicit a response (whether that be for coffee, speaking opportunities or direct offers for appointments, etc.—depending on your ethics rules).

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

 

Attracting the Types of Cases You Want with SEO

Because of the specialization within the field of law, you clearly don’t want to attract every kind of case.  Any tax lawyer who has friends asking her for family law advice knows this only too well.  You have your specific knowledge base, and you want to use it.  When potential clients are coming to you for the wrong things, it wastes everyone’s time.  Worse yet, what about those who have exactly the right kinds of cases but aren’t bringing them to you at all?

Perhaps one of the most important marketing tools you have at your disposal is your business’ web site.  Fortunately, it is also fairly easy to manipulate your web site into helping drive very targeted traffic to your door.  The nature of search engines like Google and Bing provides you the opportunity to narrow down the types of clients who are finding you and calling you for help.

Through search engine optimization (SEO), you are able to develop your web site in a way that helps you to be found by those who are looking for precisely what you offer, while also discouraging those who need a different type of attorney altogether.  If you’ve optimized your site correctly, you are more likely to pop up in the search results for “estate planning attorney orange county” and pretty unlikely to pop up for “elder lawyer in California.”  (Assuming you are an estate planning attorney and not an elder lawyer, of course.)

Pay Attention to Your Copy

You will come across lots of tips when it comes to SEO, but as with most things on the Web, the answer boils down to those three words: “Content is king.”  You want the content on your site to clearly reflect who you are and what you do, without any ambiguity.  If you don’t provide representation for divorces, avoid using the word “divorce” on your site.  On the other hand, if you assist with prenuptial planning, be sure to mention it, and to do so repeatedly.  You can improve your chances of being found by including your city or state, too, even going so far as to use phrases like “prenuptial lawyer in Denver.”  That way, you’re more likely to show up in results when someone is looking for a Colorado-based lawyer and less likely to show up when they want someone in Hawaii.

The goal isn’t to “spam” the system, though.  Remember that real people will be reading your copy, and if it’s full of obvious keyword phrases that don’t flow well or that appear too often, it’s going to be a turnoff.  Instead, think of the phrases that will speak to your target market and then sprinkle them naturally throughout your site.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Refreshing Your Content for Better Results

Your marketing materials are so important for reaching out to prospective clients.  The time and effort that goes into creating the perfect web site or brochure can be intense, but the simple choice of words can play a pretty significant role in the number of folks who make it through the front door.  We live in a time when content gets stagnant pretty quickly, though, so don’t forget to revisit your content and give it some tweaking from time to time.

Obviously, it’s harder to update your print collateral than your digital marketing materials.  Because of the way the printing industry has changed in the last decade, though, it’s reasonable to update even your brochures and flyers between printings.  Whether you want to go with a whole new look or just update a bullet point list of services, there doesn’t have to be a whole lot of cost involved.

Your web site is even less of a hassle to update, and it may be even more important.  Search engines are constantly reviewing your web content, and when they register that it has been recently updated, they take note of that.  The idea is that a site that has recent changes must be active, while one that has been stagnant for some time may not be relevant or even in use anymore.

Changes to your site can range from minor to major.  A few quick tweaks might include:

  • Update your bio to reflect additional education or achievements
  • Add directions to your office from nearby public transit
  • Update your client list
  • Rearrange your list of services
  • Add in keyword phrases for better SEO (search engine optimization)
  • Add a Facebook follow button or email subscription feature
  • Slowly expand sections over time to include more information than before

More in-depth changes would have to do with rewriting entire sections altogether.  Perhaps you have reevaluated the tone of your copy (too formal, too friendly, too vague) and want to come at it from an entirely different angle to see if that affects response rates.  You might also consider adding a “frequently asked questions” page.  This can help potential clients to evaluate if your services will be a good fit for them, allowing those who would not be a good match to “self-select” out before ever even calling the office.

Don’t overlook the value of blogging for your law practice either.  Blogs mean that you are continually adding new content to your web site, and as we mentioned above, the search engines tend to rank updated sites higher on results pages.  Our clients are seeing a great return on the efforts they’ve put into their blogs.

So how about a little spring cleaning for your website and marketing materials this week?  Dedicate a few hours and freshen up your online real estate. Then move on to your print materials and other collateral to ensure everything is an accurate reflection of your brand. If you ‘re not sure about the look or feel of something, please feel free hit “reply” and share it with me and my team for some unbiased feedback. We promise to be gentle (…well, maybe not gentle but at the very least honest!)  Or please feel free to post your links or questions on our Facebook page. We have a wonderful community of attorneys and professionals who would be happy to look at your materials with fresh eyes and offer an opinion.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Low Cost Easy Ways to Repel Tire-kickers and Attract Deep-Pocket Clients To Your Firm

If you’re sick and tired of tire-kickers and D-list clients finding their way to your office, it’s time to take a look at your overall client experience and see how you can create an environment that attracts only the best and ideal clients to your firm.

The good news is that it doesn’t take deep pockets to attract those who have them. If you’re goal is to reach affluent clients, or simply those who can easily afford your services, a few simple positioning techniques will do the trick.

My right hand gal, Amber, decided to surprise her foodie husband for Valentine’s Day by taking him to Eleven Madison Park, a restaurant in New York City rated the 10th best in the world. At $195 a plate (not including drinks!), they certainly know something about attracting affluent customers.

As she shared her experience with me, we noticed that many of the techniques they used to create an exceptional client experience and attract high quality patrons were similar to how we accomplish the same goals for the firms we work with. I want to compare these strategies and give you 4 easy steps that you can implement this week to start attracting
better quality prospects to your firm. Here we go:

1. They secured the reservation with a credit card. This is HUGE. This 5-star restaurant knew the value of their tables and only allowed reservations if you gave a credit card number to hold your place. If you canceled within 48 hours of your dinner, you were charged $125 per person because they lost valuable time and money that could have been spent serving other patrons. YOUR time is equally valuable!If you struggle with cancellations or a lack of respect of your time, it’s time to start securing free consultations with a credit card. Have your staff tastefully explain that while there is no charge for the meeting, you do require a credit card to hold the space and it will only be billed in the event of a no-show, as you often run a waitlist during the month. This step alone will weed out those who would have wasted your time in the first place, and subliminally conveys to the prospective client the true value of working with you.

2. They maximized 3rd Party Endorsements– How did Amber know the restaurant she picked was the best? Because everything she found online and on their website told her they were the best! They prominently made mention of their Star Michelin rating and had plaques of their awards around the restaurant. They had great reviews that were easily found online. They had tons of fans and followers on social media networks that built credibility and trust. These types of third party endorsements MATTER to those who would consider spending a lot of money with you. They want reassurance that you are the best and that they are making the right decision. The good news is that this is super easy to pull off. Start gathering testimonials from happy clients and putting them on your website, your brochures, your welcome packet, etc. If you’ve won any awards (even if you paid for them like “Best Attorney in Town” in the local paper) flaunt them! Start writing press releases or letters to the editors that land you media coverage you can use as an “endorsement” from the press. Ask people to leave you great reviews on Google Places, Yahoo Local, Yelp, etc. Run a Facebook ad to build up your social media “Fan” base. When prospects know you’re good, they’ll be a bit more prepared to pay your fees…and these steps offer a great way toot your own horn without crossing ethical lines.

3. They Clearly Set Expectations from the Start– We’ve all had those needy clients who harass your staff, complain about everything and insist on talking to you almost daily. By the time you calculate the time spent with these people, minus your fees, you’re almost guaranteed a financial loss. This can easily be mitigated, or eliminated all together, by setting expectations right from the start. Although Amber made her reservation online, she received a phone call the next day from the Maître d’. He confirmed that she understood the pricing, explained that it would take 3 ½ hours to complete the 15-course meal and discussed dress code. It was a very friendly conversation but set expectations right from the start of what was and was not acceptable. You can accomplish the same goals in your office. Every client who schedules a consultation should receive a pre-meeting package. This may contain answers to frequently asked questions, your fee schedule, office policies, contact information of people on your staff, etc. The goal is to answer all of their questions and suppress complaints before they even have a chance to voice them. Tell them how your communication policy works and how often you’ll be in touch. Think of qualifiers you can convey to ensure you are only meeting with people ready to move forward with your services. For example, one of our clients insists married couples come in together for a consultation. If one is not available for the meeting, the appointment is rescheduled for a time when he or she can be. It’s practically impossible to move forward without the other present, so she sets the expectation and guards against time wasters right from the start. Think of ways you can do the same in your firm.

4. They Shocked and Awed– While she wasn’t particularly in-love with the food (her husband happens to be a great cook and she’s spoiled), Amber couldn’t deny the first class service she received that truly made it a worthwhile experience. They were greeted by name by people waiting to take their coats. The staff was polite, accommodating and made them feel like the only people in the room. Details mattered. Extra and over-the-top touches were the norm. They were even presented with a gift of granola for breakfast the next day! These are all critical things that you must be doing in your office, starting TODAY. Think of ways to make working with you a first-class, red-velvet rope experience. Invest in the “people skills” of your staff. Insist on a culture of first-class service in your office.Make people feel welcome and important. One of our clients has welcome signs printed for clients with their name on it and they are instantly greeted with waters, snacks, coffee and tea as they wait for their appointment. Overhaul your décor and look for ways to create a more warm and non-threatening environment. Create your own over-the-top touches. Another client of ours gives beautiful cakes from a bakery with their firm logo on it to every client after their document signing. You can imagine the impression this leaves and people can’t stop talking about it! Simple attention to detail will make people feel good about their experience and encourage them to refer their friends and family—which are typically warm and better quality leads right from the start!

Working with YOU should be a 5-star experience, and as you can see by these examples, it doesn’t take a whole lot of time or money to raise the bar. When you create a culture of quality and excellence, you’ll attract higher quality clients…causing you less stress.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Blogging to Grow Your Law Practice

There’s no doubt that the Internet has changed the way that most businesses work, especially when it comes to garnering new clients.  There are plenty of reasons for that, but web sites and search engines certainly play a huge role.  One of the most powerful tools on your web site is the blog feature.  (You do have a blog feature, don’t you?)

Blogs are an excellent marketing resource for several reasons, and if you’re not blogging yet, then it’s time to get started.  Just a few of the reasons you NEED to start blogging include:

  • Authority
  • Relationship
  • SEO

Authority
Just by virtue of being an attorney, you already have a significant amount of authority when it comes to matters of law.  It’s understood that you have extensive education and understanding in areas that most lay people do not.  But, what sets you apart from all of the other lawyers in your field?

Blogging about your topic gives readers the reassurance that you know what you’re talking about.  When they see your words on the screen, offering them information they truly need, they recognize you as being an expert.  When it comes time to hire an attorney, they’re going to remember you over the lawyer whose static web site does little more than offer some pretty pictures and a contact form.

Relationship
Blogging is a form of social media, and “social” means building relationships.  When people read your blog, they begin to feel like they have a relationship with you.  In addition, many blogs allow for readers to leave comments, questions, and feedback.  When you respond to a comment left on your blog, you are doing more than simply answering a question.  You are showing the reader you are responsive and  you care about their needs.  Simply put, you are building a relationship which creates a great starting point for further engagement with your readers.

SEO
SEO, or “search engine optimization” refers to using proper methods to help search engines like Google, Yahoo and Bing to notice your site and to rank it as relevant to search terms input by users.  Blogging is great for SEO!  For one thing, the search engines notice that your content is updated often, which is a good sign to them that you’re engaged and active.  Additionally, you can use “keywords” in your content.  By dropping in terms that you feel others might be using when looking for your type of information, you can show the search engines exactly why you are relevant to certain topics.

There are other good reasons to consider blogging, but these three alone are enough to get you more business.  If you don’t have time to blog on your own, it’s possible to hire “ghost bloggers” to cover topics which fit your practice and give you all of these benefits.  We are happy to give you recommendations to companies we love, or if you are an estate planning lawyer, check out our Done-For-You program where we take care of this for you.  Either way, commit to blogging in 2013. As much as it can feel like a chore, the benefits are well worth the effort!

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Being held hostage by a contractor or service provider?

It never fails that when we start working with a new client, we discover some area where an old contractor or outside firm is holding their intellectual property hostage.

It may be a social media account or website hosting.  It could be access to a CRM or your email marketing platform.

The point is that you can NEVER be too careful when it comes to ensuring that you have long-term access and control of your various accounts.

Not long ago, we started working with a client who asked us to take over the management of his Facebook Fan page. It hadn’t been used in a while and they were ready to start posting more updates on behalf of the firm.

When we asked this attorney to make us an authorized “admin” of the page, it turned out he couldn’t. Lo and behold, a former employee had set up the page under THEIR personal name. That meant the attorney could no longer access the page and we were forced to start from scratch setting up new accounts and building up their fan base.

That’s just the tip of the iceberg.

I can’t TELL you how many times we started working with clients only to discover that they did not own the hard coding or hosting of their website! Rather, the contractor or web company who set it up retained this control and if the attorney wanted to make any changes or use a different provider, they would lose their entire site!

In fact, this recently happened to a very good friend of ours (and a very brilliant attorney) who had to redesign her site from scratch after paying $10,000 for a beautiful site that she did not own and no longer had access to once she terminated her relationship with the designing company.

I shared the following tips with her in order to avoid this nightmare in the future, and I encourage you to use them as well to protect your intellectual property or online real estate.

1. Any accounts set up in YOUR name and on your behalf must be done using a central email address that YOU OWN. When we start working with clients, we set up a basic gmail account that the attorney has access to at any time. We use this gmail address when we make purchases, submit press releases, submit event listings, open new accounts, etc.  That way, the client has access to everything in one central location should we decide to part ways in the future.

2. Do not sign a contract for a website or hosting services unless you retain total control! I don’t care how pretty it looks or how fancy it seems; unless you own that html code, do NOT sign on the dotted line! Same goes for sites you “rent” too. It’s not the brightest idea to pay $2500-$5000 a month for a website that you CERTAINLY won’t have access too if you want to break up with the service provider down the road. For what you pay in one month’s “rent”, you could OWN a site with all the bells and whistles they are offering you.

3. Ensure social media accounts are set up using either your PERSONAL login or a central account like I mentioned in step 1.  This goes for Facebook, Twitter, Linkedin, Google+, YouTube and even a hootsuite account—which is used to manage these profiles all in one place.

4. Retain ownership of your phone number! This may sound like a “duh” tip, but we recently had a client who learned this the hard way. When she decided to stop renting her office space, she learned that her phone number (which goes to the main switchboard of the building) would not be coming with her, nor would the receptionist be forwarding the calls.  I’m sure you could imagine what a nightmare this turned out to be.

A few proactive steps like these can save you from a TON of headaches and hassles when working with outside companies and independent contractors.

If you’ve ever found yourself held hostage, I’d love to hear your experience and what you did about it. Please feel free to leave a comment below.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Does the Rule of 7 Apply to Law Firm Marketing?

ConsistencyIf you’re not consistent, you’re non-existent

If the marketing for your law firm is not producing the ROI or results you want, you may have a problem with being consistent.

Consistent marketing isn’t just slick sales lingo from a marketer or advertising rep. trying to get more business from you.  In order for people to know, like and trust you, they have to hear from you regularly.

If you’ve never heard of the “Rule of 7”, it’s an old marketing adage that says a prospect needs to see or hear your marketing at least 7 times before they’ll take action and buy something.

If you think about this in light of your own buying habits, you’ll probably find it to be true.  How often do pick up the phone and call a high-end service provider based on a one-off advertisement coming from someone you don’t know?

But when you start to hear from someone regularly…and then maybe a friend or a independent 3rd party (like the local news media) drops this service provider’s name too, your relationship with the company can quickly move from ice-cold to warm and receptive.

Now consistent marketing doesn’t mean you have to buy expensive ads in local magazines or the yellow pages every single month, either.  That may work for your particular business, but here’s a few other places where you can increase your marketing results by committing to consistency:

•    Email newsletter- Pick a frequency that you are comfortable with and start sending your email newsletter regularly.  If you decide to send it bi-weekly on a Friday, make sure it goes out bi-weekly on a Friday!  Be a consistent presence in your prospect’s inbox.

•    Social Media- Building a presence on social media requires consistency! With so much happening on sites like Twitter and Facebook, you can’t expect to post an update once a month and get noticed!  At the very least, commit to posting and interacting on your channels at least once or twice a day.

•    Blogging- Great SEO results depends on posting regular content.  You don’t have to post daily–but shoot post on your blog at least once or twice a week.

•    Follow-up- There MUST be consistency in your follow-up!  Every client and every prospect needs to be hearing from you the exact same way, every single time.  If you’re not sure how to put a consistent follow-up strategy in place, or you’d like do train your staff how to  follow-up more effectively with the prospective clients of your firm, grab our free audio training on follow-up in the law firm here.

These are just a handful of places where implementing consistent marketing can maximize your efforts. Take the next 60 days, try our advice and track your results. We guarantee you’ll see a much greater return for your marketing dollars!

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Take a break from your legal marketing this Spring …(yes, really)

If you’d like to simplify your life and stop worrying about marketing this spring without having to jeopardize new clients coming in the door….

…then take a peek at the special we have right now on our Done-For-You monthly marketing packages for estate planning attorneys.

DFY SamplesWe know that you are so busy taking care of your business, servicing your clients and building referral relationships that your marketing sometimes takes a backseat to everything else going on.  That is why we created this program specifically for you.

These are high-quality, professionally done marketing materials with a proven track record of helping estate planning attorneys gain more clients, more page 1 search rankings, better conversions, newspaper and TV coverage, increased referrals, new speaking opportunities and more!

Each month, our DFY program includes:
•    A direct-response marketing campaign and step-by-step instructions on how to implement it (i.e. free reports, landing pages, postcards, brochures, follow-up scripts);
•    A press release and media pitch letter for maximum local publicity and SEO;
•   A weekly blog post professionally written and optimized to dominate the search engines (…for many DFY clients, our blog posts show up on page one in Google before any other page of their website!),
•    A done-for-you print newsletter to stay in-touch with clients by mail;
•    4 video scripts for video marketing; and
•    Area exclusivity!  We will not work with your competition.

It’s all of your marketing, professionally done for you each and every month, without theDFY Brochures aggravation or expense of hiring in-house staff.  All of the materials are delivered to you in editable format so that you can customize and edit as you see fit.

To head off March, we’re offering these marketing materials at just $797 per month–a $200 monthly savings off the regular price of $997.   There’s no time commitment either; try it out at the discounted price and cancel if it’s not for you. No worries, no hassles.

This is like hiring a part time legal marketing professional for your firm for only about $12 per hour, that is a huge savings while still giving you expert results.

This offer is only good until March 5th, so to learn more about the program and request exclusivity in your area, visit https://legalmarketingmaven.com/dfy

 

P.S.-  Please feel free to browse through our Portfolio photo gallery on Facebook to see real results that our clients are getting and samples of materials that you will receive in the program.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

 

The Real Reason You Need a Blog For Your Law Firm


Our Clients Say the Nicest Things

Laura Lee and her team have been instrumental in helping me consistently put out quality and informative content on social media. I have worked with other companies and virtual marketers in the past, but have run into problems because they didn't understand my industry or brand. Laura Lee and her team took the time to better understand me and have helped me refine my messaging so that my brand resonates. What is most important to me is the value of the content which is above board. I am constantly getting great feedback on my presence and the helpfulness of the content. I also don't need to manage them, it's more like the other way around! They keep me on task for deadlines and help me to keep the marketing engine moving forward. Which was something else that was lacking with others I've worked with in the past. I wanted valuable content, brand awareness, and someone to make the process easy. They nailed it on all those marks and more! Plus, Laura Lee has so many great marketing resources available to her clients and earnestly cares about them. That in and of itself is invaluable.
Kevin S.
Attorney at Law
I hired Laura Lee as a virtual assistant for my solo law practice in Richmond, VA. Anything that I wanted to get done or implement in my law practice, she knew how to do for me. Her work was always outstanding and she became a trusted implementation manager and brainstorming partner.
Bob B. Attorney at Law
I have been using Laura Lee for the past couple years for legal marketing. She is an invaluable asset for any law firm, especially those entrepreneurial attorneys flying solo! She is caring and has a deep love for helping others - plus she keeps you on your toes to help you work to achieve your goals. I highly recommend Laura Lee for the small and solo law firms for marketing needs!
Maura C.
Attorney at Law
As a very busy solo practitioner I know the importance of making certain that "things" do not fall through the cracks. Laura and her team understood the importance of this as well. I retained Laura's services a few years ago to assist me in implementing processes and procedures for each type of client I assist. The methods she and I put together worked with my goals and the quality of service I wanted to maintain and provide my clients with. Laura made suggestions that I had not thought about and provided alternate (and honestly...better) methods to accomplish my end result. I have also used several of Laura's marketing campaigns and strategies. They were each written with the goal of educating the public and spotlighting the firm. And they worked! Without a doubt, I would recommend Laura with any type of Legal Marketing. She will grow your firm...you just need to listen and implement!
Sabrina W.
Attorney at Law